Uber helps its riders reconnect with loved ones during Ramadan.
When a brand known for connecting people to places, decides to connect people to people instead.
One of the biggest struggles of Ramadan is the wait. Waiting to break your fast, waiting to meet friends and family, and the most frustrating of all, waiting in traffic. We saw an opportunity for Uber to turn waiting time into meaningful moments for its riders.
Introducing Ride to Reconnect. During the month of Ramadan, selected Ubers in Singapore, Jakarta and Kuala Lumpur were fitted with free Wi-Fi and tablets designed for riders to call their loved ones anywhere in the world. We also created a microsite, accessible from the app, which allowed riders to send greetings to friends and family members using a range of bespoke GIF cards designed by noted local illustrators.
Select Ubers in Singapore, Jakarta and KL were fitted with free Wi-Fi and tablets, and branded with our campaign creative
Each tablet came with a set of instructions encouraging people to call and reconnect with loved ones around the world
In total, over 350 calls were made to loved ones in 11 countries around the world during the month of Ramadan
A microsite, accessible from the app, also allowed riders to create and share custom-designed cards
Local artists, Nur Aida Sa'ad (Singapore), Putri Febriana (Indonesia) and Azah Azreen (Malaysia) were commissioned to design custom GIF greeting cards
Local artists, Nur Aida Sa'ad (Singapore), Putri Febriana (Indonesia) and Azah Azreen (Malaysia) were commissioned to design custom GIF greeting cards